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How to Create, Curate, and Promote Great Content


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Joe Sinkwitz's presentation at the 2014 CopyPress Unconference in Chicago

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How to Create, Curate, and Promote Great Content

  1. 1. 1 U N C O N F E R E N C E 2 0 1 4
  2. 2. 2 How to Create, Curate, & Promote Great Content U N C O N F E R E N C E 2 0 1 4 And some stuff about pandas and quality raters
  3. 3. 3 What Do I Know About Content? Involved with search industry since 1997 Previously managed several thousand domains with several million indexed pages Most importantly, I know within a vacuum great content by itself means nothing Have played both sides of the coin, creating software for autogen content as well as hiring in-house staff for premium portals + + + + Joe Sinkwitz CRO, CopyPress
  4. 4. 4 What is GREAT Content? It must serve a specific purpose Content can come in all shapes, sizes, colors, and formats Beautiful by my definition is something that is useful to the desired end user + + + Product Page Copy Blog Posts Infographics Video Interactive
  5. 5. 5 Product Page Copy Great content needs to be unique Most big retailers use the same manufacturer feeds – only one of them will win online; Amazon MACY’S PRODUCT COPY >> EXAMPLE 5 +
  6. 6. 6 Blog Posts Great written copy can cover KW holes in most content marketing strategies Long-format, well-researched content engages users, attracting links better than {automated|overseas|intern- level} content + INFOLIFIC >> EXAMPLE Useless, thin content is panda fodder 6
  7. 7. 7 Infographics Best use is in taking a complex subject and simplifying through imagery It HAS to be unique; there’s a lot of crap floating around where the same theme and concept is overplayed + ORSYP >> EXAMPLE A great infographic is digestible, educational, and entertaining 7
  8. 8. 8 Video Multi-purpose medium where you can actually tell a story to a captive audience + BESTLIFEQUOTE.COM >> EXAMPLE Sales pitch? Education? Pure entertainment? You can get all three
  9. 9. 9 Interactive The current King of user engagement Interactive is also just so awesome right now with HTML5 Very difficult for someone to scrape and replicate; publications need to link to the resource vs copy/paste without attribution + NBA DRAFT BOARD >> EXAMPLE
  10. 10. 10 Humorous, intentionally and unintentionally viral stories Vibrant community that continually sources material + + Curating Great Content E X A M P L E 01 10
  11. 11. 11 It isn’t just a hotel. For our Hawaii trip we used the curation of experiences and entire trips to plan which hotel, restaurants, and activities to undertake + Curating Great Content E X A M P L E 02 11
  12. 12. 12 Pinterest Curating Great Content E X A M P L E 03 If your content is at all image based, run like hell to get started – your coupon friends in the audience can tell you how much money is to be made here Every topic is doable! + + 12
  13. 13. 13 Google+ Too soon? Curating Marginal Content For…Google employees and those wanting to talk to Google employees + 13
  14. 14. 14 Curating Great Content E X A M P L E 04 Only a few seconds per video, but powerful follower base Humor wins here, but fantastic for branding + + 14 HE-MAN IS GETTING GREAT BRANDING FROM THIS HANDSOME FELLOW >> EXAMPLE
  15. 15. 15 Hey Strategists When deciding to make great content will it be to live on your site or specifically to get ‘curated’ by a specific community? The best pieces attempt to work on multiple levels, satisfying both user needs onsite and piquing interest from curators + +
  16. 16. 16 Panda Time 16 Quick evolution of Panda from the eyes of a practioner; how I got out of the first wave (and into penguin) and how I’ve gotten out of subsequent waves Things to do to mitigate Panda risk + +
  17. 17. 17 Making That Great Content {Smarter|Better|More Useful} In a word, visibility that results in action There’s lots of ways to drive traffic, which I’ll delve into Dave loves native…and Italian meatballs + + +
  18. 18. 18 Organic outreach & relationship building Yes, buying openly advertised links still can work, but the time horizon before getting slapped is increasingly shrinking Systematically building long-term relationships devised to share great content, especially when the relationship drives traffic, will stand the test of time + + + Promoting Content E X A M P L E 01
  19. 19. 19 PPC Other similar toll roads Similar to native, PPC style campaigns devised to drive traffic can result in an increase in brand queries + secondary organic links, when properly managed + + + Promoting Content E X A M P L E 02
  20. 20. 20 Display Networks Similar to native, display ads targeted to user-specific demographics can yield brand exposure + sales + + Promoting Content E X A M P L E 03
  21. 21. 21 Social promotion Facebook Ads, Sponsored Tweets, Stumbles Low-intent, high volume traffic that has its place if CPM focused + + + Promoting Content E X A M P L E 04
  22. 22. 22 Traditional PR PR is going to merge with SEO as organic outreach shifts back from being technically oriented to biz dev oriented Getting placement in Time or Washington Post is hard to undervalue + + + Promoting Content E X A M P L E 05
  23. 23. 23 Offline TV Dead Trees Radio These mediums are still gigantic and though typically requiring larger spends, some content is ideal to be placed here + + + + + Promoting Content E X A M P L E 06
  24. 24. 24 Email and email listbuilding Overlooked far too often by big publishers that don’t know how to interact with their audience + + Promoting Content E X A M P L E 07
  25. 25. 25 Think product placement embedded on TV shows I view it as fancy terminology for advertising that matches content to the context in which a user is using a site The goal is less ad blindness and more interaction. The ad is designed to be useful/ entertainment, hence higher CTR! + + + Native: Promoting Content E X A M P L E 08
  26. 26. 26 How Does the Combo Work? Great content needs eyeballs to matter+ By sourcing the right mix of native traffic, advertisers can get:+ Higher incidence of branded search queries, boosting authority signal More qualified traffic than the stumbleupons and reddits of the world Search benefit of secondary organic links
  27. 27. 27 Let’s see an example already! 27 The impact of great content + native:+ 92 links, ALL organic, as of April 29th 33,000+ unique pageviews and going
  28. 28. 28 Another Example! 28 { Result } Page 1 for the topic question discussed Hub-concept client that used static IG and connections to gain in the organics +
  29. 29. 29 MOAR Examples! { Result } Page 1 for many retail interview queries Client needed topically relevant post + social sharing to spread story +
  30. 30. 30 Google Quality Raters
  31. 31. 31 There’s a Difference Guys like Kaspar Szymanski & Fili Wiese != manual raters [both former spam team members] – the “real” employees will take time to look at URLs in depth if prompted Actual quality raters are generally part-time employees from an outsourced company at best, or overseas ESL just trying to cram through to meet numbers at worst + + « Why is that at worst?
  32. 32. 32 Quality Rater Stats The average time spent by actual manual raters on a page that is flagged in the spam queue is ~20 seconds Over the evolution of the guidelines, raters were even instructed to mark helpful hotel affiliates as spam When I employed a person that was simultaneously a quality rater, I watched the process...Does it look like a thin affiliate site? Is it obvious spam? Is it obviously keyword stuffed? Are there obvious cloaks in play? Porn? Broken images? + + +
  33. 33. 33 What happened to the helpful hotel affiliate? Scrape, vilify, replace – I call Knowledge Graph the Great Scrape + 33
  34. 34. 34 Next Came Doorways Doorway penalties are particularly annoying for affiliate and small business sites because think back to the ~20 second evaluation. If you had a real, legitimate business and the rater felt the design was weak on a gut reaction, the expansion of the definition of what a doorway way now encompassed you I had plenty of these nasties + +
  35. 35. 35 And Today We EAT EXPERTISE Topical expert evaluation AUTHORITATIVENESS The idiots actually look at BBB if you want to manipulate it TRUSTWORTHINESS YMYL Yes, we did eat...and will eat again, but what I mean is E-A-T per the most recently leaked quality guidelines + E A T
  36. 36. 36 You Have 20 Seconds Is the design fresh and professional? Trigger their emotional appeal towards it being authoritative by default Are you slathering ads everywhere or are you focused? There is a fine line between revenue-per-user and MFA/doorway/appy- with-manual-penalty Is the written content well structured, grammatically correct, and spell-checked? Simple to do to get past a spot-checker + + + 60 15 30 45
  37. 37. 37 How can you take advantage of this knowledge? If you only have in-house design/development talent you can commission someone to help with native and other forms of promotion If you only have native and promotion skills you can commission someone to help you with design/development talent If you have neither, you can work with an outreach company and a design shop Or, you know…CopyPress for any and all of the above + + + +
  38. 38. 38 Joe Sinkwitz @CygnusSEO